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correspondence between the impressions in the minds of customers with the desired image of the company on the brand
concerned. c. Uniqueness
Uniqueness to differentiate a brand with another brand. This impression arises from the attributes of the product.
Unique impression means there is a differentiation between the products with other products.
G. Brand Switching
According Dharmmesta in Suzy 2008: 109 brand switching brand switching behavior Behavior is made by consumers for certain reasons
or could be interpreted as well as the vulnerability of consumers to switch to another brand.
Meanwhile, according to Menon and Kahn in Manuadi 2011: 26 that the switching behavior switching behavior is defined as the
freedom to choose a preferred against a special item Menon and Kahn, 1995. Switching behavior can come from very diverse other
product offerings, or because of a problem with the product purchased. Chaarlas 2012: 1 provide some review on brand switching as
follows.
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1. Factors Affecting Brand Switching. a. Advertising
Mostly, the purpose of advertising is to encourage brand switching on consumers to increase market share. Convincing
consumers to switch brands is a difficult task. It is not uncommon for customers to build brand loyalty due to many
factors such as quality, price and brand loyalty. To encourage switching brands, advertisers will target three areas at once, as
part of a strategy to encourage brand switching. b. Price
Price is an important factor for the price-conscious consumers. Advertisers often use price comparisons as a model
to attract old users of the brand tries to brand new ones. The idea is to convince end users that it is possible to purchase the
same amount of product while spending less money. Ideally, this means that consumers can use the savings for other
purchases, perhaps even luxury goods of some sort.
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c. Quality The price is not enough to encourage brand switching.
When this happens, compare the quality of one brand with another brand is an approach by consumers. After that the brand
will work together, as well as the brand becomes more established if it has a good quality. When coupled with cost
savings, can affect the quality comparison for a long time on the consumer, at least long enough to begin to try new products.
d. Brand Loyalty It is important to understand the brand loyalty to be able to
understand the movement of the brand brand switching. It is also useful to segment the market based on brand loyalty and to
understand the needs of loyal customers and potential do brand switching, as well as their attitude towards the brand attributes.
e. Resistance to Change There are many factors that influence consumer attitudes
change. But the most important is the resistance of the consumer. People do not resist change; they resist what is
being changed. If consumers have changed, they should be
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assisted in decide that change is the best thing for them. People need to be influenced, not forced.
2. Models or Type Brand Switching There are 3 types of brand switching that can be grouped
based on factors that influence the process of choosing. a. Zero-Step Model
This model states that the choice of todays consumers in making a purchase is not influenced by the purchasing behavior
and previous experience. b. Markovian Stochastic Process
In a Markov stochastic process, the final choice of consumers affect their current selection. Brand switching
models made by Blumen said that todays consumer choice is affected by the last impression on a previous choice,
thatMarkov models of stochastic processes. In this model, the degree of consumer satisfaction past affect his choice in the
current product. If you previously have chosen the brand increases the likelihood of re-selecting the same brand, it is
referred to as brand loyalty or as inertia. However, if the
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consumer preferred brands previously not reduce the likelihood that they would choose the same brand today, is called variety
seeking. c. Three - Choice Model
McCarthy developed a choice of two models made by Blumen, namely Three-Choice Model. As in two choice
models, the choice of past consumer products influence consumer choice of products currently in the Three-Choice
Model. However, in the Three-Choice Model, the level of customer satisfaction with the current product choices affect the
behavior of replacement options, such as those affected by the introduction of the brand and the attitude toward the brand.
Thus, the Model Three-Choices possible that when the consumer is not satisfied with the current selection, replacement
or future choices will result. 3. Reasons Consumers Doing Switching Brands
a. stochastic Reason If a brand switching occurs to the main stochastic reasons
then transfer under the control of the service provider. For example, displacement may occur because the perpetrators of
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the displacement has changed locations and providers of financial services Bank used currently does not have a branch
in the new place. b. Expectation Disconfirmation reason
Disconfirmation hopes of becoming a big cause the transfer of the brand. In this paradigm, the consumer evaluates the
experience of consumption of a product and make a decision regarding the level of satisfaction perceived by comparing
performance with standards of satisfaction regarding the consumption. For example, if the level of service provided by
branches of banks that use them do not meet expectations, it may poses the possibility of brand switching.
c. Utility Maximization Reasons Maximize utility use value assumes that consumers are
consistently looking for better utility, and when consumers have a better living standard of the consumer then it would be
possible to shift the brand. For example, if a financial services provider bank offers a yield and a lower cost, then switching
may occur.
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Another brand of alternative search process conducted by consumers through inquiries from print, electronic, or directly
to the seller or the manufacturer to the ultimate goal which resulted in the displacement of the brand.
H. Previous Research
